Japanese netizens criticized Valentino for cultural insult

The new advertisement for Valentino received criticism as the model stepped on and sat on the traditional costume.
HuffPost It was reported that the Valentino brand had removed the promotional video after receiving negative comments from Japanese netizens. Besides, the Italian fashion house posted a letter of apology on its official page.

According to the J-CAST News , the video of DiVa – a project that celebrates the distinctiveness of women. The campaign features model Mitsuki Kimura (Koki), actress Quan Xiaodong and Son Ye Jin. Valentino was criticized for letting model Koki wear heels on her obi waist. Photo: Kotaku. In the controversial video, model Koki walks on a canvas with red and yellow motifs. Besides, other photos show her sitting on a fabric pattern printed in detail with flowers. The netizens of cherry blossoms said that Koki stepped on the obi waist. Many comments on the actions of the Italian brand offend Japanese culture and traditional clothing. Many comments showed the anger of the people here: “This is an act of disregarding Japanese culture”, “I feel this video is making fun of Japanese culture and traditions”. Some of the comments were directed towards model Koki. However, many people advocate for the model when she thinks she is only following the request of the director. Another promotional photo by Valentino shows Koki sitting on an obi-like cloth. Photo: Valentino. In response to the negative comments of Japanese netizens, Valentino apologized with the content: “We have no intention of insulting Japanese culture”. In addition, the fashion house claims that the obi belt used in the advertisement is not an accessory from a kimono. In the fashion sense, HuffPost Model has stepped on the obi belt.